1. First Screen
• In 1929, we were introduced to the “First
Screen”
o Still today, Television advertising is a
tremendously effective way to market

2. Second Screen
• In 1992 the world was introduced to the
“browser” featuring 26 live web pages.
• Second Screen was born.
• This has been the fastest growing and in
most cases, most cost effective form of
marketing for businesses ... until now ...

3. Third Screen
• 2008 saw the evolution of the “Third Screen”
• Immediately, 87% of American homes had at least one
mobile web capable device in them including:
o Mobile phones, iPads, iPods, Nintendo DS, Mini
Notebooks, etc

4. With a new screen
brings new ways to
market

5. Mobile Marketing
Techniques
• Mobile Search
• Location Based Services
• QR/2D Barcodes
• SMS Text Message Marketing•
3D/Augmented Reality
• Mobile Applications
• Mobile Gaming
• Mobile Web Sites
• Bluetooth Proximity and Wifi
• Mobile Video

6. Mobile Marketing is for your 20 percenters
(the 20% of your customers that spend 80%
of the money)
• Mobile is an OPT IN ONLY channel
o Subscriber based opt in database marketing
o Best practices provided by mobile marketing association
(mmaglobal.com)
o (Governed by the FCC)

7. SMS is the workhorse
of mobile marketing

8. Text Message
Marketing Meathods
• URL/Link Delivery
• Application Download
• Text to Vote
• Mobile Coupons
• Text to Win
• Mobile Donation
• Text to Screen
• Mobile Business Cards
• Mobile Alerts
• Reminders

9. QR Codes
• Every business has the ability to use a QR
Code in some fashion
QR Codes can send customer to:
• Mobile landing page
• Video
• Your social media sites
• Map to your business
• Exclusive coupons, discounts, or
giveaways
• Customer feedback form or email

10. Is your business mobile
friendly?
• Can your consumers connect with you anytime anywhere?
• By 2013, more people will access the internet via a mobile
device than through a PC (Forrester Research)
• Today,1 in 7 Google searches originate from a mobile device
o Google estimates 1 in 4 searches will originate from a
mobile device in 2012
• 43% of Americans own a smart phone
o (82.5 million users)

11. Currently Less than 1% of web
sites are mobile friendly
• If you have a Web site, you’re already in the mobile world —
and the chances are you’re making a terrible impression on
• your audience.
• Traditional web sites have WAY TOO MUCH content!
• Smart Phones have different browsers and screen sizes
• Mobile users need quick answers and bite-sized content in
easy-to-digest formats (e.g. video/audio vs. text)

12. First Develop a Mobile Strategy
• What do your customers or potential customers
need from you when mobile?
• You must strive to make their work related activities
BETTER, FASTER & EASIER.
• B2B Mobile differs from B2C Mobile because it is
driven by efficiency rather than entertainment

13. Once you have created a plan to take your web site
mobile, decide how:
You can opt to create a simple mobile version of your
site in HTML or you can get more advanced and
create a mobile web app using advanced languages
like HTML5 or JQuery

14. Either way, you MUST include browser
detection and redirect as part of your mobile
web strategy.
That means that when a user visits your
MAIN WEB SITE with a mobile device, the
mobile browser will be detected and
automatically redirected to the mobile web
experience.

15. Hospitality
• Ideal for business travelers
• Location based travelers can receive location-
specific offers at their destinations
• many want to use their mobile devices to find
and book hotels/cars/event tickets etc.

16. • Number crunch
o 72% of business travelers are intered in the ability to view
hotels on a map using their mobile devices
 an increase of 26% from 2009
• 47% of business travelers use their Smartphone daily to view
or receive advertisements, a 95 percent increase from 2009
• 66% of respondents reported interest in the ability to add a
hotel reservation to an existing itinerary using their mobile
devices

17. Case Study
• Campaign:
o Hotel Casa del Mar text-to-short code MMS video
promotion
o 5 week duration
• Objective:
o To build an opted-in list of mobile consumers and
engage campaign particpants

18. Case Study
• Action:
o promoted by the hotel through traditional and social advertising
methods, including in-hotel brunch posters, email blasts,
Facebook, Twitter and the Casa del Mar Web site
• Tactics:
o The hotel’s locally targeted mobile video marketing campaign
enticed consumers to join into the hotel’s mobile loyalty club, in
return for a special offer (in this case, free unlimited Bloody Mary’s
or champagne during Sunday Brunch)

19. Case Study
• Result:
o After 10 days, the campaign generated a
substantial opt-in user base, a delivery rate of
100% and an engagement rate of 75%
o Campaign resulted in a 27% redemption rate
and Hotel Casa del Mar reported generating
substantial revenue from the program
o ROI was over 450%

20. “The results of this campaign clearly shows how
mobile can be incredibly valuable for advertisers
trying to reach local consumers.” In a fraction of
the time, the business built a mobile database
nearly as big as their Facebook and Twitter
presence, which resulted in real revenue.This
outreach, combined with the novelty and
effectiveness of an [SMS] message, made for a
thoroughly successful campaign, at a time when
email marketing is dying.”

21. Case Study
• Hilton Hotels
o Travelers have the ability to book reservations from
their phones
o Users can access/change bookings, view hotel
images and search amenities
o Integration with the Hilton HHonors customer loyalty
program for the benefit of club members

22. Case Study
• Application gives users three ways to search
for a hotel: text search, country or city, or by
current location showing a list of nearby Hilton
hotels
• Hotel chains including Hyatt, Wyndam and
Marriot all use similar technology

23. Your pitch and pricing
here
• A=$
• B=$
• C=$
• D=$